SUMMER PROJECT
ON
MARKET RESEARCH & SALES PROMOTION
UNDER GUIDENCE
OF
1
MR. SANDEEP SHARMA
BY
SANDEEP KUMAR SINGH
MMS 2008 – 10 SEMESTER II
ROLL NO 104
IN
ROHIT SURFACTANT PVT. LTD
Page 1
TABLE OF CONTENT 1.Preface 2.Acknowledgement 3.Industry Profile •
Soap & Detergent industry
•
Leather Industry
•
Retail Industry
4.Company Profile 2
5.Introduction of Topic 6.Research-An Overview 7.Research Methodology 8.Analysis & Interpretation of Data 9.Findings 10.Suggestions 11.Limitations of Study 12.Swot Analysis 13.Conclusion 14.Bibliography 15.Questionnaire
Page 2
PREFACE If I asked you to tell me the greatest power on earth, it is said, it is positive idea. The tiny seed that blossoms forth into the mighty tree. Its branches and leaves bearing fruits, give shade to the multitude. One such opportunity came in my way in the form of this project, which is the part of this MBA curriculum. “Learning is like eating food. It is not how much you eat that matter, what count is how much you digest”
In business organizations importance of management being increased day by day therefore to 3
fulfill the requirement of various business organization, several institutions are performing the job of imparting management education to the students. The management orientation during summer vacations has been made an inbuilt part of M.B.A program because besides the theoretical knowledge is also essential for an effective management course. This practical knowledge provides the students an opportunity to see management in action. An industrial training is an, on the job practical training is an, on the job practical training which is an essential part of the management program. The main purpose is to make the management students familiar as to how theoretical aspects can be implemented in the real business situations.
Page 3
ACKNOWLEDGMENT I take this opportunity to express my deep gratitude to those who have helped me in completing the matter of this report. It was a time taking process and lot of guidance and support was needed to complete this report. It was team work and without co-operation it was not possible to complete this project.
The training report titled “Training Program” has been prepared towards the partial fulfillment of M.B.A.
4
I would like to express my deep gratitude to Mr. Sandeep Sharma (Consumer Research Executive)
who provided me the opportunity to undergo the summer internship in the
organization of such high repute ,and guided us at every step.We are highly thankful for his valuable suggestions from time to time. Without his support this project would not have taken its present shape.
My sincere thanks to the employees of different organization. For helping me and providing support in completing this project. SUBMITTED BY: Sandeep Kumar Singh
Page 4
SYNOPSIS
PROJECT TITLE
:
MARKET RESEARCH & SALES PROMOTION
PROJECT DURATION
:
40 DAYS
RESEARCH GUIDED BY
:
MR. SANDEEP SHARMA
AREA COVERED
:
KANPUR
SAMPLE UNIT
:
SHOP KEEPER
SAMPLE SIZE
:
224
TOOL
:
QUESTIONNAIRE
5
Page 5
INDUSTRY 6
PROFILE Page 6
SOAP & DETERGENT INDUSTRY The Indian Detergent Market
The Indian fabric wash products market was a highly fragmented one. There was a sizeable unorganized sector. Of the 23 lakh-tonne market, laundry soaps and bars made from vegetable oils accounted for around seven lakh tonnes with synthetic detergents making up the rest. Washing powders were categorized into four segments - economy (selling at less than Rs.25 per kg), mid-priced (Rs.25 - Rs. 90 per kg), premium (Rs. 90 - Rs. 120 per kg) and compact (selling at over Rs. 120 per kg). The compact, premium and medium priced segments together accounted for 20% of the volume share and 35% of the value share. The economy segment made up the remaining lion's share of the market. The fabric wash industry in India was characterized by low 7
per capita consumption, especially in rural markets. The major players in the Indian detergent market were HLL, P&G, Nirma and Henkel (through its joint venture with SPIC, a leading petrochemical company based in the south Indian city of Chennai). Evolution of the Indian detergent market
The first companies to manufacture detergents in India were HLL and Swastik. HLL test marketed Surf between 1956 and 1958 and began manufacturing it from 1959. Swastik launched Det, a white detergent powder, in 1957. By 1960, Det had made rapid inroads in eastern India. Surf, a blue detergent powder, became the national market leader with dominant positions in the west, north and south.
Page 7
In the early 1960s, the total volume of detergents manufactured in India grew from around 1600 tonnes to 8000 tonnes. HLL dominated the market with a share of almost 70 % compared to Det's 25%. In 1966, another player entered the fray. Tata Oil Mills Company (TOMCO)2 launched its detergent powder 'Magic'.
In 1973, TOMCO introduced 'Tata's Tej' in the low-priced segment. TOMCO unveiled another economy detergent powder called OK in 1977. Detergent Industry in India • Market of US $1.5 Billion and grew at 3 - 5% in value in 2005 • Few dominant players and many unorganized players • Price is an important consideration to the consumer 8
• Price reduction seems to have bottomed out in 2005 • Innovations in products and distribution strategy are being the focus to grab market share
Definition of Detergent Definition: Detergents are the main component of any laundry jobs. They work well in a large variety of water temperatures and types. Most detergents today contain enzymes. Detergents can be found in both powder and liquid concentrations. Detergents can also be found in heavy duty formulas that can be especially effective with food, grease, and oil stains.
Page 8
Toilet Soap Manufacturers
Indian Classifieds » Indian Manufacturers
Exporters India, an online business directory offering a comprehensive database of companies engaged in production & manufacturing of Toilet Soap. Buyers can browse the catalogs of these producers & manufacturers of Toilet Soap and send a request for product details.
Rachana Lab Chem Pvt. Ltd. ( Kanchan Vardhani ) We are Manufaturers of Detergent Powder, High Quality Detergent Powder, Medium 9
Quality Detergent Powder, Detergent Cakes, Cleaning Bar, Cleaning Powder, Tooth Paste, Toilet Soap, Talcum Powder, Petroleum Gelly, Shampoo and Shaving Cream. Address :203 & 303, Circle P Building, S.G. Highway, Ahmedabad, Patan, Gujarat Bell-o-bell Impex (p) Ltd ( Jagdish Khajuria ) Manufacturers of Hair Gel, Hair Oil, Laundry Soap, Toilet Soap, Detergent Powder, Herbal Shampoo, Toilet Cleaners, Shaving Cream, Incense Sticks, Fashion Garments, Steel Wares, Textile Chemicals, Pigments, Dyes, Textile Products and Ultramarine Blue. Address :2, Aalap, Nehru Road, Vile Parle East,, Mumbai-400057, Maharashtra Phone(s) : 91-22-26185293/94 Mobile : 09867385358 Reliance : - Fax(s) : 91-22-26185291/26185292
Page 9
MICRO MACHINES ( SARJU KALARIA ) Manufacturers of Toilet Soap, Toilet Soap Machinery, Detergent Soap, Detergent Soap Machinery, Laundry Soap, Laundry Soap Machinery. Address :PLOT NO 2 DHARMAJIVAN INDUSTRIAL ESTATE, RAJKOT, Gujarat
Godrej Consumer Products Ltd. ( Neelaksh Kalyankar ) Manufacturers of Toilet Soaps. Address :447,Ravi Nagar,Gwalior, Madhya Pradesh
10
Atasi Overseas Pvt. Ltd. ( Umesh Soni ) Manufacturers of Detergent Powder, Detergent Soap, Laundry Bar, Beauty Soaps, Paper Soaps and Toilet Soap. Address :209, Modi Chambers, 2nd Floor, End of French Bridge, Opera House, Mumbai, Maharashtra
Amrut Corporation ( Mahendra Shah ) Manufacturers of Toilet Soap, Laundry Soap and Oil Soap. Address :Jambul, Mumbai, Maharashtra
Page 10
Girijan cooperative corporation ltd. ( sekhar ) Manufacturers of Honey, Tamarind, Toilet Soaps, Soapnut Powder and shikakai powder. Address :eastpoint colony, vishakghapatnam, Andhra Pradesh
Gupta & Company Ltd ( Manager ) Manufacturers of Tobacco, Perfumes, Zarda, Gutkha, Snuff Pan Masala, Cigarette Flavour, Toilet Soaps, Toilet Detergent, Perfumes, Cosmetics, Flavour Concentrates, Dhoop and Incense Sticks. Address :Xiv / 294-95, Gali Mandi Pan, Sadar Bazar, Delhi, new delhi 11
Himalaya Soap Factory ( Rajesh Singh ) Manufactures of Toilet Soaps like Indigenous Soap, Toilet Soap, Rani Toilet Soap, Stylish Premium Soap, Beauty Soaps, Neem Soaps, Washing Soaps, Glycerine Soaps, Detergent Cake, Dishwash Bar and Detergent Powder. Address :167, N. S. Road, Rajakatra, Kolkata, West Bengal
LEATHER INDUSTRY
Page 11
The outlook for the Footwear & Leather Industry in India is positive. With a marginal share of 2.44 percent in global trade worth US$ 97.606 billion in Footwear & Leather Industry, India has a significant potential for higher share, highlighted the Report on the Sectoral Analysis of the Footwear & Leather Industry in India titled "The Indian Footwear & Leather Industry: Key Challenges & Opportunities" released by Confederation Indian Industry (CII) Northern Region.
Mr Adesh Gupta, Chairman, CII Northern Region, while releasing the Report, urged Government to treat Footwear and Leather industry at par with Apparel industry to generate large scale employment and to achieve an estimated target of 12 bn $ (7bn $ export + 5 bn $ domestic) trade by the year 2012. 12
The Report highlights that India is a noticeable player in the world in the Footwear & Leather market with its exports growing at 8 percent CAGR.
Multinational companies are looking at India; some of them have already entered India in different ways. The Government is keen to support industry modernisation and help double exports by 2010.
However, a heavy dose of investment in manufacturing segment and training facilities is required to build up a large number of skilled workers and artisans.
Further, to sustain the growth trajectory in the sector, the Report recommends a purposeful
Page 12
review of policies to rejuvenate Indian Footwear & Leather Industry.
The specificrecommendations include; recognising Footwear industry at par with the Apparel Industry, substantial levels of investment in terms of modern machines and rationalisation of taxes on machinery and inputs, encouraging investment opportunities including FDI, removal of excise on all those component items that are covered under DFIS (allowing duty free imports of 3 percent of FOB to exporters) policy approach to help build strong country brands in footwear, strengthening of infrastructure for skilled manpower, design and testing needs and to address raw material issues
13
RETAIL INDUSTRY Page 13
Retailing in India Retailing is one of the pillars of the economy in India and accounts for 35% of GDP.[1] The retail industry is divided into organised and unorganised sectors. Over 12 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organised retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganised retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local kiana shops, owner manned general stores, paan/beedi shops, convenience stores, hand cart and pavement vendors, etc. [2] 14
Most Indian shopping takes place in open markets and millions of independent grocery shops called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008. [3]
Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations
such as "signboard licences" and "anti-hoarding measures" may have to be complied before a store can open doors. There are taxes for moving goods to states, from states, and even within states.[3]
The Indian Retail Market Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the Page 14
geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. (9) 1.8 million households in India have an annual income of over 45 lakh(10) Delving further into consumer buying habits, purchase decisions can be separated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs, refrigerators, washing machines, dishwashers, microwave ovens and DVD players fall in the status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the status category buy because they need to maintain a position in their social group. Indulgenceoriented buying happens with those who want to enjoy life better with products that meet their requirements. When it comes to the festival shopping season, it is primarily the status-oriented 15
segment that contributes largely to the retailer’s cash register. (11) The break-up of organized retailing sales into various product categories (12) Books, Music & Gifts: 3% Mobile Handsets: 3% Clothing & Textile: 39% Food & Grocery: 11% Consumer Durables: 9% Footwear: 9% Furniture & Furnishings: 8% Catering Services: 7% Jewellery & Watches: 7% Others: 4%
Major Indian Retailers Indian apparel retailers are increasing their brand presence overseas, particularly in developed markets. While most have identified a gap in countries in West Asia and Africa, some majors are also looking at the US and Europe. Arvind Brands, Madura Garments, Spykar Lifestyle and Page 15
Royal Classic Polo are busy chalking out foreign expansion plans through the distribution route and standalone stores as well. Another denim wear brand, Spykar, which is now moving towards becoming a casualwear lifestyle brand, has launched its store in Melbourne recently. It plans to open three stores in London by 2008-end. (13) The low-intensity entry of the diversified Mahindra Group into retail is unique because it plans to focus on lifestyle products. The Mahindra group is the fourth large Indian business group to enter the business of retail after Reliance Industries Ltd, the Aditya Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on perishables and groceries, or a range of products, or both. (14) •
Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks Safe Deposit Lockers
16
•
REI AGRO LTD Retail-Formats:6TEN Hyper & 6TEN Super
•
RPG Retail-Formats: Music World, Books & Beyond, Spencer’s Hyper, Spencer’s Super, Daily & Fresh
•
Pantaloon Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central, Fashion Station, Brand Factory, Depot, aLL, E-Zone etc.
•
The Tata Group-Formats: Westside, Star India Bazaar, Steeljunction, Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets, Chroma.
•
K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit
•
Lifestyle International-Lifestyle, Home Centre, Max, Fun City and International Franchise brand stores.
•
Pyramid Retail-Formats: Pyramid Megastore, TruMart Page 16
17
•
Nilgiri’s-Formats: Nilgiris’ supermarket chain
•
Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom discount chain.
•
Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain
•
Vishal Retail Group-Formats: Vishal Mega Mart
•
BPCL-Formats: In & Out
•
Reliance Retail-Formats: Reliance Fresh
•
Reliance ADAG Retail-Format: Reliance World
•
German Metro Cash & Carry
•
Shoprite Holdings-Formats: Shoprite Hyper
•
Paritala stores bazar: honey shine stores
•
Aditya Birla Group - more Outlets
Page 17
COMPANY 18
PROFILE The Group
The leading brand “GHARI” and some other brands in the detergent segment were earlier owned by KTC Private Limited, the marketing company of the group. The company has been merged with Leayan Overseas Private Limited, another group company engaged in the manufacturing and marketing of leather shoes under the brand name of “RED CHIEF” and
Page 18
finished leather. Pursuant to the Scheme of amalgamation becoming effective, the name of the company has been changed to “Ghari Industries Private Limited”. The activities of the merged entity are now broadly into two segments, the marketing and trading of Ghari detergent cake/detergent powder and manufacturing and marketing of leather shoes and finished leather. Rohit Surfactants Private Limited -Company does the manufacturing and trading of detergents, toilet soaps and other FMCG products. Poonam Developers & Infrastructure India Private Limited -This company is involved in the business of construction and real estate. Calcutta Detergents Private Limited -This company does activities of manufacturing and trading of detergents. 19
All the Companies are under the supervision and control of the same management, thereby making its recognition as the “GHARI GROUP”.
ROHIT SURFACTANT PVT. LTD DIVISIONS 1. SOAP & DETERGENT DIVISION 2. LEATHER DIVISION 3. RETAIL DIVISION 4. REAL ESTATE
Page 19
20
Group Vision & Outlook
Ghari group has diversified into other businesses with firm foot in leather, wind energy, construction, and toilet soap. With a view to backward integration of raw materials (Alpha olefin suffocates, optical brightener and integrated packaging unit for captive consumption) the group has allocated rupees 50 crores for this purpose and has managed its funding with its internal accruals and borrowing from financial institution. Rupees 35 crores approx. has already been invested.
The group with its commitment to quality control to utmost level has setup a fleet of tankers and trailers to stop adulteration and to manage its logistics more efficiently and
Page 20
cost effectively.
To avoid double taxation and transport cost group has established their production units and depots in different locations across the country.
21
SOAP & DETERGENT DIVISION Page 21
SOAP AND DETERGENT DIVISION We have a very strong market presence in major parts of India, however some parts had been left untouched hitherto. Steps are being taken to strengthen and increase our already strong dealer network of 2500 dealers, so that we are able to penetrate those markets where we have little or no presence. By the next two to three years, we hope to have a significant share of the Indian Detergent market. Initiatives are being taken to set up modernized units in order to 22
meet the growing consumer demand for our products and fulfill the age-old adage of ‘value for money’.
Last but not the least, it is the dedicated and loyal workforce of the group which has helped the Ghari group to reach such a leading market position. We try to create a work environment which is employee friendly & soothing. This approach has been of great value in the retention of our employees, and is evident from a very low employee turnover rate of less than 1%.
The ultimate destination of the group is healthy industrial and economic growth and to honour its commitments towards the nation & society.
Page 22
PRODUCT PROFILE Ghari Detergent Cake
Sizes
MRP
350g : Rs. 15.00 220g : Rs. 10.00 160g : Rs. 07.00 110g : Rs. 05.00 23
65g
: Rs. 03.00
45g
: Rs. 02.00
Ghari Detergent Powder
Page 23
Sizes 1Kg 525g 255g 110g 17g
MRP : : : : :
Rs. 36.00 Rs. 20.00 Rs. 10.00 Rs. 05.00 Rs. 01.00
Premium Detergent
Sizes 24
1Kg 500g 75g 22g 12g
MRP : : : : :
Rs. 80.00 Rs. 40.00 Rs. 05.00 Rs. 02.00 Rs. 01.00
Hygiene Dish Bar
Page 24
Sizes 370g 250g 205g 100g
MRP : : : :
Rs. 17.00 Rs. 12.00 Rs. 10.00 Rs. 05.00
Bathing Soap
25
Sizes
MRP
100g
: Rs. 10.00
45g
: Rs. 05.00
Page 25
26
Page 26
LEATHER DIVISION 27
Page 27
28
Red Chief is one of the leading footwear brand in India, Page 28
manufacturing high quality genuine leather footwear at unbeatable price.
Red Chief is one of the leading footwear brand in India, manufacturing high quality genuine leather footwear at unbeatable price. Quality Policy We trust in the ideology of "Value for Money". It has been our guiding principle to deliver high quality shoes at affordable prices, which is unmatchable by any of our competitors.
29
Each of our products incorporates the highest standards of quality achieved through stringent quality control by adopting latest technologies, rigorous testing of raw materials, continuous onprocess monitoring , battery of post assembly checks and commitment of our employees to achieve quality standards. Our products meet all relevant international standards and regulations.
An urge to give even better product to the customer keeps us engaged with constant quality upgradation. Experimenting with new ideas in technology and design, an in-house research and development cell equipped with the most advanced tools ensures a constant flow of new ideas and breakthroughs. Philosophy Our company's corporate philosophy can be expressed in one sentiment "Customer Delight"- by providing products of the highest quality within an economical and affordable price range. Total Page 29
consumer satisfaction is the most important component we pack into all our products and absolute consumer confidence is our biggest reward.
Perfection is a never ending pursuit for us. With quality as the hallmark, it is our sincere endeavor that each product that comes through our state-of-art production line should truly act as the ambassador of goodwill, with the consumers-reinforcing their conviction in Red Chief.
SOCIAL COMMITMENT 30
The company displays high level of social commitment by active participation in social welfare activities. All packing material used for packing footwear and finished leather is recyclable and environment friendly. The tannery at Ghari Industries Pvt Ltd has one of the modern water treatment plants to treat effluent water and has high safety standards for workers.
INFRASTRUCTURE With the most advanced manufacturing facilities spread over 6000 sq. mtrs, Red Chief has been consistently meeting the requirement of its customers.
Red Chief has state - of - the art production facilities to manufacture 2000 pairs of shoes per day. The complete vertically integrated infrastructure, all under one roof gives us the huge edge.
Page 30
The complete in house manufacturing capabilities include upper stitching and injection moulding machines. If required production capacity can be increased up to 3000 pairs a day.
The facilities are fully networked for the smooth flow in the assembly line. The emphasis on quality is not compromised at any level and under any circumstances. To ensure this, rigorous controls and checks have been implemented in every stage right from the acquisition of raw material to the finished products. The company keeps abreast with the latest shoe manufacturing technology. Many machines in the footwear and Leather Division are imported from countries like Italy, Germany, Czech Republic and some other European Countries.
Ad. Campaign 31
Since 1997 'Red Chief' has come and long way and has established itself as a major brand in the Indian footwear market manufacturing designer shoes, formal shoes, casualshoes, boots, etc., with the brand proposition 'naturally its leather'. A lot of effort and hard work has been put into the brand since that time besides
Page 31
consistency in the product quality; high quality advertisement has also helped the brand promotion. The main media in use for advertisement of Red Chief are newspapers and magazines. Besides this, intensive outdoor advertisements like billboards, poster panels, side hoardings, vehicle and also wallscapes are used as a medium of advertisement. All the outdoor venues for advertisement and carefully picked to maximise the effect of the ad on the potential customers. Besides this at Red Chief we also give a lot 32
of importance to in-store advertising, the retailers are provided with a lot of promotional
advertisement
stuff,
like
hangings, posters, display racks, electric boarding and also stationary with Red Chief printed
on
it.
Frequent
television
advertisements also support the main media.
Page 32
Contact Details Ghari Industries Pvt Ltd (Footwear & Leather Division)
Regd. Office: 117 / H-2 / 202, Pandu Nagar, Kanpur-208005 (U.P.) India.
33
Work : 198-B, Dada Nagar, Kanpur-208022 (U.P.) India.
Tel. :- +91-512-2241749 / 2296186 Fax :- +91-512-2241750 E-mail:
[email protected]
Page 33
34
RETAIL INDUSTRY Page 34
GODOWN SHOE WORLD
(Product Profile)
Ghari Industries Pvt. Ltd.(Leather & Footwear Division) a global player in leather exports, is planning a Rs. 100 crore investment drive to diversify into related businesses including company owned retail stores named Godown Shoe World a ladies shoe factory and a leather upholstery tannery. Red Chief is engaged in manufacturing and marketing footwear and accessories in the domestics and the international market. The company clocked revenues of Rs. 2.56 billion as on 31st March 2006, of which 88 percent came from its principal revenue channel – footwear business. The 35
company’s brands Red Chief have received international recognition for quality, styling, durability and outsourcing requirements of its total revenues are derived from exports. On the retail concept Red Chief opened owned showroom outlet’s named Godown Shoe World.
Page 35
GODOWN SHOE WORLD
1:-
P ROAD
104A/210A P. ROAD RAMBAGH KANPUR
PH:- 05122554149
2:-
GUMTI
119/72 D&E NASEEMABAD GUMTI NO 5 KANPUR
3:-
GOVIND NAGAR
194/A/155 GOVIND NAGAR KANPUR
4:-
LUCKNOW
SHOPNO 7CHANDER MARKET ALAMBAGH PH:-05222461957
5:-
HARDOI
6:-
MAINPUR 149 KARHAL ROAD BADA CHAURAHA PH:I 05672237089
PH:-05122242511
36
PH:-05122652117
195/1 CINEMA ROAD HARDOI
RAM BAZAAR TIKUNIA ETAWAH PH:05688-259835
7:-
ETAWAH
8:-
FARRUKHABAD
SENAPATI MORE KIRANA BAZAAR
PH:-05692227027
Page 36
9:-
UNNAO
198PLOTNO4 GHANDHI NAGAR UNNAO PH:0515-2823552
10:-
JHANSI
41,CHAMANGANJ TANDON ROAD SHIKRE BAZAAR PH:0510-2447209
11:-
12:-
37
13:-
LAL BANGLA
SHOP NO 256 PARDEVAN PURWA, LAL BANGLA
110 AKASHDEEPCOMPLEX MAIN LAKHIMPUR ROAD, NEAR:-KOTWALI HARWAN GANJLAKH
CHANDAUSI
14:-
PALI
15:-
PILIBHIT
MOHALABAZAAR KHUBCHAND DISPENCERY ROAD BADA BAZAAR
STATION RAOD PALIA KALA DIS KHIRI SURESH CHANDRA GUDWALE KE SAMNE
175/69/303,J.P ROAD MOHALLA MASJID PATHANI NEAR:-S.B,I
Page 37
INTRODUCTION 38
OF TOPIC Page 38
MARKET RESEARCH AND SALES PROMOTION
Sales promotion is one of the most important and essential part for any industry.Sales promotions is done through deferent channels like: 39
1. Print Media 2. Electronic Media 3. Kheosks 4. Banners 5. Dealers & Retailer taken into consideration
Marketing Research in Practice Programmatic Research Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies
Page 39
Selective Research
Tests different decision alternatives such as new product concept testing, advertising copy testing, pretest marketing, and test marketing Evaluative Research
Evaluation of performance of programs Information System A continuing and interacting structure of people, equipment, and procedures, designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers.
40
Page 40
41
Page 41
RESEARCH –AN 42
OVERVIEW Marketing Research, a critical part of Marketing Intelligence helps by providing accurate, relevant and timely (ART) information
Marketing Research in Practice Page 42
Programmatic Research Develops market options through market segmentation, market opportunity analysis, or consumer attitude and product usage studies Selective Research
Tests different decision alternatives such as new product concept testing, advertising copy testing, pretest marketing, and test marketing Evaluative Research
Evaluation of performance of programs Information System A continuing and interacting structure of people, equipment, and procedures, designed to
43
gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. Databases Contain 3 types of information: Recurring day-to-day information Intelligence relevant to the future strategy of the business Research studies that are not of a recurring nature RESEARCH OBJECTIVE •
To gain familiarity with a phenomenon or to achieve new insights into it
•
To plan for the near future accordingly Page 43
•
To take some corrective actions with the present working condition
SAMPLING DESIGN Universe In this research work, while studying the consumer satisfaction, the entire Kanpur city is 44
taken as the Universe. The universe is finite in nature. Sampling Unit Sample unit is taken individual Shopkeepers in Kanpur city. Source List Here in this research work ,individual from various areas of the city were surveyed and the data was collected from them.List of various areas are as follows: 1. Kidwai Nagar 2. Govind Nagar 3. P.Road 4. Gandhi Nagar Page 44
5. Prem Nagar 6. Sisamau Market 7. Chamanganj 8. Bekanganj
Sample Size Sample Size Sample size was 100 shopkeepers in the Kanpur City. Budgetary Constraints 45
Keeping in mind the budget our sample size was restricted to 100 respondent only. Sampling Techique Sampling Techique adopted was Random Sampling.
Page 45
46
Page 46
ANALYSIS
&
INTERPRETATION 47
OF DATA ANALYSIS & INTERPRETATION OF DATA
Awareness of Xpert Dishwash Bar Yes 70 No 30
Page 47
Availability of Xpert Dishwash Bar Yes
45
No
55
48
Page 48
Customer Awareness with Xpert Dishwash Bar (out of 100 who said Yes) Yes 28 No 44 Can'tSay 28
49
Is Price Reasonable Yes No Can'tSay
6 8 2 0 1 2
Page 49
Quality of Xpert Dishwash bar
agree 50
somewhat agree somewhat disagree completely disagree
4 4 3 5 1 8 3
Page 50
Average monthly selling of Xpert Dishwash bar <2 cartoon 12 2 to 5 cartoon 49 6 to 10 cartoon 23 above 10 16
51
Average selling of each Xpert Dishwash bar Rs 5 26 Rs 10 58 Rs 17 4 Rs 36 12 Page 51
52
Do you sell this product as per the customers demand? Yes 26 No 74
Page 52
Do you suggest customers for Xpert dishwash bar? Yes 78 No 22
53
Are you getting good amount of margin in comparision to other products? Yes 61 No 39
Page 53
54
Sale of dishwash bar Vim 47 Nip 21 Xpert 14 Local 18
Page 54
Purchasing power of the customer acc to their income group Higher Middle lower
52 39 9
55
With the Product delivery system you are Happy somewhat happy somewhat unhappy completely unhappy
1 2 6 3 1 7 8 Page 55
56
Suggestions regarding Xpert dishwash bar •
Increase sales promotion
•
Increase Advertisement
•
Increase Free Sampling
•
Provide Scheme
•
Change Packing
•
Others (Venus Stickers,posters,hangout)
Page 56
57
Page 57
FINDINGS 58
FINDINGS I. Xpert dishwash bar has got a very good brand image. II. Xpert dishwash bar has got good Oil Stain removal power. III. Xpert dishwash bar’s awareness is very good in the market. IV. Colours of Xpert dishwash bar is average in nature. V. Advertisement is not properly done of Xpert dishwash bar. VI. Shopkeeper generally don’t agree to put it on counter VII.New product is available but sale is less. Page 58
VIII.Availability of Xpert dishwash bar is average. IX. Advertisement of Xpert dishwash bar is seen by them more on Electronic mediain
comparison to Print media. X. Satisfaction level ranges from 55% to 80%. XI. More of the people are using other brands like Vim etc. XII.Suggestions given for better packaging of all Ghari products. XIII.In minority people area in spite of using dishwash bar they like to use Low cost detergent
with burn ashes. XIV.XPERT’S melting rate was too high.
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SUGGESTIONS 60
SUGGESTIONS 1. To use more branding efforts. 2. Colour of Xpert bar is not that attractive ,it should be more like in lemmon colour. 3. Colour of packet to be change. 4. Promotion of the Xpert bar should be done under brand name of Ghari Group of Products because of the brand image of Ghari. 5. Make the availability of the product in market . Page 60
6. More emphasis should be done advertising and brand promotion. 7. Xpert bar to be more scented so that dishes should not have the washing cake’s smell. 8. To make availability of all other product to the dealer’s so as to be remain in the market. 9. To be prepare with the other major competitor.
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LIMITATIONS
LIMITATIONS 62
1. Due to the time constraine not all the areas have been covered in Kanpur.Hence the respondents of some localities could not be coverd. 2. Some people are suspicious about thesurvey and they refused to disclose their identity and answering the questions. 3. The biasness and hesitation of the respondents in the giving the answers to certain questions. 4. Time and money constraint was the limiting factor for research.
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SWOT ANALYSIS 64
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SWOT ANALYSIS STRENGTHS—: 1. Brand image of ghari detergent & cake. 2. Covering 18 states. 3. Leading company. 4. Turn over 17000 crore pa.
WEEKNESSESS--: 1.Not flexible policy. 2. Low advertisement. 65
3. Low promotion of new product. 4. High consumption and less production.
OPPORTUNITY--: 1. They have to cover rest of the state uncovered. 2. Brand expansion.. 3. Govt. policy is accordingly
THREATS--: 1. Competition with other product as HUL. 2. Low rate of production. 3. Rate increasing of rough material. Page 65
4. Less margin for distributor.
CONCLUSION 1. As for as the entire project is concern GHARI has got a very good brand image into the market. 2. In detergent section detergent and cake had captured the major section of the market. 3. Xpert bar is another promising product by Ghari Group. 4. In some areas Xpert bar is better than the other competitors. 5. Attributes of Xpert bar is really convincing. 6. GHARI group has a very good market image it need to pay a little more attention to penetrate the new market segment like in the bath Soap and Dishwash bar segment. 66
7.
GHARI group has a very good market image it need to promote other products under the brand name of GHARI group because the Ghari users are loyal to the company.
8. People hesitate to purchase a new product.It will help them to purchase a known brand.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
MARKETING MANAGEMENT
BY PHILIP KOTLER
RESEARCH MEATHODOLOGY
BY C.R.KOTHARI
RESEARCH MEATHODOLOGY
BY KUMAR & DAY
WEBSITES: www.gharidetergent.co
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www.redchief.co.in www.google.com
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ANNEXURE ROHIT SURFACTANTS PVT. LTD. Research for XPERT Dishwash Bar Shop’s Name___________________
Shopkeeper’s Name:_____________________
Location:________________________________________________________________ Contact No.___________________ Research Objective: To know about the product awareness in the market and customers expectations for the brand XPERT Dishwash Bar Research Questionnaire: 69
1. Are you aware of XPERT Dishwash Bar? (a)Yes
(b)No
2. Do you have XPERT Dishwash Bar? (a)Yes
(b)No
If No why? _____________________________________________________________________ 3.How many other dishwashbar you are aware with?name them. _____________________________________________________________________________ _4.Is customer also aware about XPERT Dishwash Bar? (a)Yes
(b)No
(c)can’t say Page 69
5.Is the price reasonable? (a)Yes
(b)No
(c)can’t say
6. Quality of Xpert Dishwash bar according to you ? (a) agree (b) somewhat agree (c) somewhat disagree (d) completely disagree 7.What is your average monthly selling of Xpert Dishwash bar?______________________ 8. Average selling of each Xpert Dishwash bar. 70
(a) Rs. 5______ (b) Rs. 10___________ (c) Rs. 17________ (d) Rs. 36_________________ 9. Do you sell this product as per the customers demand? (a)Yes
(b)No
10.Do you suggest customers for Xpert dishwash bar? (a)Yes
(b)No
11.Are you getting good amount of margin in comparision to other products? (a)Yes
(b)No
12.Which Dishwash do you sell more? Give the name in sequence. _________________________________________________________________________
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13. Purchasing power of the customer acc to their income group. (a)Higher
(b) middle
(c) lower
14. With the Product delivery system you are (a) Happy (c)somewhat unhappy
(b) somewhat happy (d) completely unhappy
15.Suggestions regarding Xpert dishwash bar if any …………………………………………………………………………………………………… …………………………………………………………………………………………………… ………………………………………………………………………………………………… Date…………………..
Signature
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